]]>http://www.petage.com/furo-vite-chews-by-marshall-pet-products/feed/0Solving Pet Anxietyhttp://www.petage.com/solving-pet-anxiety/
http://www.petage.com/solving-pet-anxiety/#commentsTue, 31 Mar 2015 15:02:51 +0000Rebekah Harrisonhttp://www.petage.com/?p=19725Pets can suffer from anxiety just like humans. Unfortunately though, pets can’t schedule an appointment with a therapist. What they can do is exhibit behaviors that indicate anxiety. It is up to the pet owner to help ease the uneasiness of their pet and they are looking to retailers for help.

Cause and Effect

Pets can feel anxiety for a number of reasons.

“One of the main causes of behavior problems is separation anxiety,” said Katherine Kear, marketing and sales coordinator at Tomlyn. “More and more people are working full time and away from home so pets have a hard time adjusting.”

When pets are separated from their owners, they can turn to destructive behaviors.

“They can tear up some things in your house,” said Tabitha Cromer, marketing manager at Tomlyn. “Dogs can chew on shoes, cats can tear up plants and some of our vets have told us that they could even start chewing on themselves like their paws or their tails.”

According to Cromer, these behaviors are pet’s ways of communicating back to owners that they are stressed.

Calming Chews

There are ways to help a pet owner seeking over-the-counter treatments for their animals.

“We have the Relax & Calm Chews that definitely helps calm them down in a natural way,” said Cromer.

“It’s a natural way to calm instead of going to the vet and getting any type of sedative,” said Kear. “It doesn’t make them sleepy, it just takes that edge off.”

According to Kear, Relax & Calm has the highest levels of l-tryptophan on the market which is what is found in turkey. Therefore, there is human-animal parallel.

“The pet parent knows that turkey dinner makes them sleepy and then they see our product and correlate the l-tryptophan to calmness,” said Kear.

Relax & Calm chews also features chamomile and ginger which are not only calming but also help the intestinal tract to help combat digestive problems cause from anxiety.

Soothing Sounds

Another over-the-counter treatment is Pet Acoustic products.

The Pet Acoustics Ultra Calmer is clinically proven music that relieves canine stress. It comes pre-loaded with special frequency modified calming music.

“Pet owners can just turn the music on and place it on the dog’s collar,” said Janet Marlow, founder and composer of Pet Acoustics Inc. “After just a few minutes, dog owners will see their dogs relax.”

According to Marlow, the Ultra Calmer can diminish behaviors such as shaking, pacing and panting. The music plays continuously for three hours.

“It’s great for anxiety especially anxiety triggered by sounds,’ said Marlow. “Dogs feel better during thunderstorms, fireworks and environmental noises.

Pet Owners can also pick up the Pet Tunes Canine Bluetooth Speaker that comes pre-loaded with music.
“Pet owners are guaranteed a calm pet for home alone time,” said Marlow.

The Bluetooth speaker also comes pre-loaded for cat owners as well and there is even a speaker specifically designed for birds.

“It keeps birds company when they are home alone,” said Marlow.

Wrapped in Comfort

There are even a number of wraps on the market that help pets remain calm.

“The Anxiety Wrap is the original wrap for thunderstorm fear and anxiety,” said John Dudley, marketing executive at The Company of Animals. “It alleviates some of the conditions that dogs experience that cause anxiety.”

According to him, these behaviors include fear, insecurity, shyness, hyper anxiety and more.

“It is a great product to use on a dog who experiences thunderstorm fear, firework fear, separation anxiety,” said Dudley. “If people know their dog is likely to tear the place up or have an uncomfortable time while their away, it’s a good time to use the anxiety wrap as well.”

According to him, it is really useful for pet parents who work for eight hours a day. Dogs can wear it all day.

“Another big issue that pet owners are experiencing is travel anxiety,” said Dudley. “If traveling with pets is an issue, either flying or in the car, the anxiety wrap really helps with that.”

How it works is simple.

“There is a pressure maintained throughout the wrap itself so the dog is wrapped up in a material that is stretchy and breathable,” said Dudley. “It is just like a gentle hug. That closeness is what makes the dog more comfortable and feel more secure.”

The wrap also applies pressure to acupuncture points on the dog.

“These are in the neck area, chest area, shoulders, midsection and the rear legs,” said Dudley. These points react well to having pressure applied to them.

“The act of chewing, chasing, and squeaking toys can help pet anxiety by providing mental stimulation often lacking in homes where pets are left alone for long periods of time,” said Ashley Torresala of Propel Communications. “GoDog dog toys come in fun, colorful characters are made with soft plush fabrics and filled with squeakers for added variety of tactile and auditory stimulation. Hear Doggy toys squeak at a pitch outside the human hearing range, giving dogs the sensation of loud squeaks without disturbing human housemates.”

Dogs aren’t the only ones who need toys.

“Like dogs, cats need mental and physical stimulation to stave off anxiety,” said Torresala. “SuperCat toys are designed to slow release fresh catnip scent each time the product is scratched, rubbed or buffed. Because SuperCat toys provide constant fresh catnip scent, they can provide a higher quality stimulation.”
SuperCat has a new arrival that is a good option for anxious cats.

“SuperCat’s new Cat Condo is a great addition to the lineup of products used with their catnip products,” said Torresala. “The SuperCat Cat Condo is a customizable system that allows pet parents to create their own kitty condos. ‘Huts’ and ‘tubes’ fit together to create play areas of any shape and size. Its lightweight construction is easy to move, and offers a more affordable option for consumers.”

Natural Solutions

Natura Petz has several natural products to calm dogs and cats. Serenity Zen Dog & Cat contains natural ingredients to help not only with anxiety but also with aggressive behavior that stems from it. It comes in capsule form and is easy to administer to any dog or cat from puppy to senior.

“Our product works really well on just general forms of pet stress, anxiety and behavior problems,” said Heidi Nevala, president of Natura Petz.

Serenity Zen can be used for all types of anxiety as well as behavioral problems, which are often linked to stress, separation anxiety, undiagnosed illness, genetics, poor diet, poor training, neglect, abuse, etc. It is a blend of six rainforest botanicals and other plants including valerian root extract, chamomile, Passiflora, anise, mint and toronjil (lemon balm) all of which are well researched for their calming, toning and restorative effects on the animal body.

“We have yet to hear a single pet parent say it doesn’t work,” said Nevala. “Not only does it address the nutritional gaps that pets might be experiencing but it also goes in and relieves irregularity too.”

According to Nevala, it works well because it affects the entire body of the pet. “It doesn’t just address the central and autonomic nervous system but it also addresses the glands, heart, digestion and even breathing.
“It’s a whole body solution and all the plants support each other,” she said.

Pet Owner Education

Products aren’t the only way retailers can help pet owners with their pet’s behavior issues.

“Retailers can ask some basic questions when faced with an owner having behavioral difficulties with their pet,” said Steven Appelbaum, president of Animal Behavior College. “Gently inquire if anything changed at home. Are they spending less time with their pet? Have they brought a new pet into the home or lost a pet? Has anyone moved away or moved into the home? This might sound personal but is important to understand.”

According to Appelbaum, the answer to these questions can help retailers get a better grasp on the anxiety issue and how to help fight it.

“Suggest the owner pick an activity that involves the pet and consistently engage in that activity 4-6 times a week,” he said. “This could include obedience training for dogs, regular walks/exercise (dogs and cats) and being conscious about alleviating changes to schedules where possible.”

A good example of a changing environment can be found with parents of a new baby.

“Most parents are understandably focused on their new child,” said Appelbaum. “However, if the pet who might have been a center of your attention is suddenly ignored, this can cause problems.”

Appelbaum suggests spending more time with an anxious pet.

“Spending some consistent time can really help reduce anxiety and thus bad behavior,” he said.

]]>http://www.petage.com/solving-pet-anxiety/feed/0Marketing Mastershttp://www.petage.com/marketing-masters/
http://www.petage.com/marketing-masters/#commentsTue, 31 Mar 2015 13:08:31 +0000Rebekah Harrisonhttp://www.petage.com/?p=19654Marketing is an important part of owning a store. In fact, some say it is the most important part. Without proper marketing, many businesses can flounder in their first year.

We spoke with two independent pet stores about what they do to attract customers and keep them coming back for more.

Building Community

Pupologie is a health food store for dogs and cats in Encinitas, Calif. We spoke with Denise Clifton, founder and CEO about the store’s marketing techniques.

Rebekah: Where did the name Pupologie come from?

Denise: I was having coffee with a local trainer, discussing a partnership program, and I mentioned to her I was trying to come up with a name. The first suggestion out of her mouth was Pupologie and I loved it.

Rebekah: Can you tell me a little about the different marketing campaigns you have?

Denise: We have always relied heavily on word of mouth, and it is the number one driver of our success. Wowing the customers each and every time is our priority and always has been. It isn’t enough to say “hi” when they come in and to say “thank you” when they leave. The customer needs to feel that they are important and the experience needs to be rewarding for them.

People like doing business with people they like, and our customers truly enjoy being part of the Pupologie community. In fact, after the remodel, we started hosting monthly Yappy Hours. The Yappy Hours are two hours long; we provide snacks and entertainment and a chance for folks to mix and socialize. We typically see about 30-50 customers during the event each month.

We also find that social media is a must. It enhances our customers’ ability to share about us with their friends and it allows us to continue our relationship with them beyond the sales floor.

Incorporating a Cause

We also spoke with Aimee Thompson, founder of My Buddy & Me in Aurora, Colo. My Buddy & Me is a non-profit pet store that helps families who cannot afford cancer treatment for their pets through the Stymie Canine Cancer Foundation.

Rebekah: Do you incorporate your cause into your store marketing?

Aimee: Yes. We do a spring fever round up once a year to raise additional funds for the foundation. We also host an event once a year to help not only promote the foundation but help other local businesses and rescues. This year, we went out to all of our customers’ homes with a thank you bag and a note letting them know we granted over $18,000 to families and research in 2014.

Rebekah: Do you find this marketing helpful in selling merchandise?

Aimee: We have found it very helpful selling merchandise to help raise funds for the cause for the foundation. The reason we started the store is because we realized traveling nationwide that the largest way we raised money was selling products at our booth. It was not general donations. We still pay the same price for the pet food that any other store would pay. We do not get any special breaks. A few places like PetRageous have donated products to our store as well as Merrick and other pet foods for raffle items. Merrick has been a huge supporter for our local events as well.

Rebekah: Being a non-profit store, do you sell things a normal store might not?

Aimee: We have quilts that have the cancer ribbon logo in it that are handmade and local artists’ artwork around the store. The local artist work on our walls have supported our local events to help raise funds as well. We have leashes with our website FightK9Cancer.org on it. We carry mostly the same items that a normal store might carry but we do primarily focus on the natural pet food lines.

We also offer free delivery up to a 30 mile radius. Several people are surprised on how large our radius is and it being free.

However, several of our customers have been following us since our foundation started and …so we do this for them. We truly are in it for the pets and making sure we give 100 percent to each person.

]]>http://www.petage.com/marketing-masters/feed/0Passionate About Pet Healthhttp://www.petage.com/passionate-about-pet-health/
http://www.petage.com/passionate-about-pet-health/#commentsTue, 31 Mar 2015 13:02:55 +0000Rebekah Harrisonhttp://www.petage.com/?p=19651We spoke with Kevin Treuer, president of Pipeline Pet Products LLC, about the company’s patented ingredients, new company hires and a typical day at the office.

Rebekah: Tell me a little about how Pipeline Pet Products got its start?

Kevin: We are a small collective of passionate pet people, veterinarians and seasoned industry professionals. We started out two years ago with our pet specialty brand, Green Bark Gummies, and have evolved that business into Pipeline Pet Products, a multi-brand company.
Our singular goal is to provide made-in-the-USA healthful solutions to as many dogs and pet parents as we can.

Rebekah: Pipeline recently launched Fruit Nibblers and Droolers. Can you tell me about these new products?

Kevin: Both of these new brands offer a measurable and healthful deliverable. They both deliver an excellent source of omega-3 fatty acids via our patented chia and flax.
Droolers are soft treats with an innovative shape that are incredibly tasty and low in calories. They come in five functional and delicious flavors: Chicken, Whitefish, Pork, Turkey and Duck.
Fruit Nibblers are USDA organic crunchy treats that are also low in calories, exceptionally tasty and bring functionality to the organic treat category with our omega-3 fatty acid deliverable. They come in four delectable fruity flavors: Bodacious Banana, Apple-a-Day, Bold Blueberry and Pumpkin Spice.
Both brands are grain-free, made in the USA and offer a functional benefit and healthful nutrition at an affordable price—value for money!

Rebekah: Pipeline uses patented chia and flax. What are the benefits of these ingredients for pets?

Kevin: Both of these innovative ingredients offer a measurable and healthful deliverable. They both deliver an excellent source of omega-3 fatty acids that does not need to be converted by the body but instead delivers ALA, EPA and DHA directly for maximum absorption. We measure the ALA, DHA and EPA levels in post-production to validate our omega-3 deliverable in every treat.
The benefits of omega-3’s are well documented and include the support of heart, vision, brain and skin and coat health.

Rebekah: There have been some new hires at Pipeline. Can you tell me about them?

Kevin: We have been busy in that respect. We have recently added a CEO to our team, Brad Hatt, the former director of Big Heart Brands’ Canadian business. Brad is a pet industry veteran with 35 years in the consumer packaged goods industry and 22 years of that experience in the pet products category at Del Monte Foods (Big Heart Pet Brands) and Mars Pet.

We have also been beefing up our advisory board with the addition of Bill Pearce, an outstanding marketing professional and an executive leader in the consumer packaged goods industry, with more than 30 years of experience with companies such as Del Monte, Taco Bell, Campbell Soup, Procter and Gamble, Coca Cola and Miller Brewing. We are thrilled to have these two amazing talents join our team.

Rebekah: What is a typical day like for you?

Kevin: A typical day is probably the same as most pet sales professionals. I confer with Brad and the rest of the team; meet with, speak to, listen to customers; and try to add value wherever and whenever I can.
I am a big “list” guy, so my daily routine always consists of working through my to-do list. I also make every attempt to visit stores wherever I am across North America to maintain a finger on the pulse of store-level activities, where everything happens. Usually through my lunch, if I am not at a lunch meeting, I read through pet industry magazines to keep on top of what is new across the industry.

Most pet cats do not get the opportunity to kill. When this instinctual need is not being met, cats can act out in other ways such as scratching furniture and spraying. There are multiple toys to help cats fulfill these instinctual urges.

Peek Their Interest

Petmate has partnered with Jackson Galaxy to bring cat owners the toys that their feline friends so crave.

“Taking a page from the expert himself, Jackson Galaxy’s Air Prey Wand is a very popular cat toy,” said Ryan Wills, senior product manager for toys at Petmate.

According to Wills, the Air Prey Wand fuses insights from Jackson’s 20 years of experience as a trusted expert cat behaviorist with Petmate’s 50 years of knowledge and research in the pet industry.

“The Air Prey Wand focuses on cats as the heroes with features that offers a lot of interaction between the cat and cat’s owner, promoting the human-animal bond,” he said. “The Air Prey Wand has a telescoping feature and that allows for direct interactive play. The retractable cord with swivel connection prevents tangles and is best used for cats with air pursuit interests like birds and flies. The Air Prey line also includes interchangeable toys to keep cats engaged and satisfied.”

According to Wills, cats spend a majority of time sleeping so playtime is crucial when they are awake to keep them slim, energetic, healthy and happy.

“The Jackson Galaxy Air Prey wand is perfect for engaging cats when they are awake,” he said.

Another toy that encourages a cat’s need to stalk and attack prey is the Jackson Galaxy Twisted Kicker.

“They are available in two material choices: denim with sisal and velvet plush and contain catnip pods, one at each end, that add to the excitement,” said Wills. “These thicker kickers with extra stuffing allow for greater play satisfaction and are enhanced with made in the USA catnip!”

Along with the Jackson Galaxy collection, Petmate also has the JW brand Cataction line of cat toys that are filled with catnip.

“The JW Cataction line of cat toys are specifically designed and filled with high-quality, catnip for interactive and solo-play,” said Wills. “The Cataction Ball with Wand is a top selling toy with engaging danglers providing hours of interactive fun.”

Speaking of interaction, Vee Interprises has a multitude of products to thrill any feline.

According to Lorie Viner, president of Vee Enterprises, the PURRfect LeatherBouncer is the company’s most popular toy.

“The smell of the leather on this 18-inch wand toy stimulates them to chase it with the intent to catch it,” said Viner.

The LeatherBouncer is made in the U.S.A with naturally processed leather and faux fur on each end.

Feather products are also a big seller at Vee.

“Another one of our very popular toys is the PURRfect Feather Cat Toy for its 36 inch long wand with Noisemakers and long cord with its natural feather ends, plus it comes with a free extra feather attachment,” said Viner. The PURRFect Feather Cat Toy is made from all natural feathers and features no metal parts. It is sure to keep cats busy and fascinated.

“The natural feather ends encourage cats to run and chase,” said Viner.

According to Viner, Vee Enterprises also have new products in the works. The PURRfect Go Fur Curly Cat Toy is new and available to retailers.

“This new toy combines a 36-inch plastic wand with an 8-inch plastic spring allowing for wild springy movement, with an eight-inch curly end that bounces with ‘wire like’ movements,” she said.

Since approximately 50 percent of the pet population is overweight, cats now a days struggle against obesity and diabetes.

Quaker Pet Group’s Supercat brand offers a line of plush toys that promotes mental and physical stimulation. Through a patented catnip delivery system, each crinkly, brightly colored toy comes with a 1-ounce SuperCat Catnip spray for added enticement and stimulation. Pet owners can just spray it directly on the plush toy and watch the fun.

Coastal Pet offers several cat toys that stimulate cats both mentally and physically.

“Toys help pets stay active and healthy,” said Nicole Haefke, marketing specialist at Coastal Pet Products. “Different textures and materials combined encourage more play to relieve anxiety and boredom. Toys also build on the human animal bond, which provides a happy lifestyle for both the pet and owner.”

Coastal has just the thing.

“Coastal’s most popular [items] are toys that combine multiple textures such as Coastal’s new Rascals Handcrafted Wool Cat Toys,” said Haefke, “These toys are uniquely handmade with multiple textures and a wool scent that naturally attracts the cat.”

Retailers can easily set these toys up in their stores to serve cats, cat owners and the retailer himself.

“Cat toys such as mice, balls and feathers are good impulse buys and can be cross-merchandised in different sections of the store such as the cat and grooming sections, as well as at the register,” said Jen McEowen, merchandising manager at Coastal.

“The Easy Life Hammock & Scratcher has been a top seller since its launch in 2010 and the Fold Away Scratching Tunnel is also a cat favorite for scratching and resting,” said Jennifer Crotty, director of marketing at Petstages.

According to her, these help with multiple cat needs.

“These toys are successful because they satisfy multiple needs,” she said. “They offer cats a place to scratch and mark their territory, an instinctual need, as well as a place to rest and stretch. They also can be used by more than one cat, which makes them perfect for multiple cat households.”

Also, Petstages is introducing the invironment line of products for cats.

“These items address the needs of an indoor cat that instinctively is looking for the variety of activities found outside, in nature,” said Crotty. “The invironment products effectively mimic the natural elements that kitty craves, in the safe environment of home.”

According to her, some of the new items include the Grass Patch Hunting Box, Nature Track, the Kitty Camo Coil and the EmeryCat Scratcher. These items will be introduced at Global Pet Expo.

Ethical Products’ Skinneeez aren’t just for dogs. The company also features the popular toy for cats. With no stuffing, Skinneeez provide more room for catnip for hours of stimulation and play.

Ethical Products also features their Colorful Springs Cat Toy that has been just as popular as the Skinneeez.

“Colorful Springs are multi-colored spring type toys that cats love to roll and push as they skitter around the floor,” said Susan McCann, national marketing manager for Ethical Products, Inc. “Chasing the Colorful Springs provides exercise and entertainment for cats! The 10 piece multi-packs are available in 2-inch and 3-inch sizes.”

Allen Simon, president and chief executive officer of PetProducts.com LLC is focusing on an “everything pets” source directory for consumers and marketing technologies for the pet industry.

The inspiration came from consumer need.

“I own about 50 dot coms,” he said. “This industry has never had a full blown directory.”

Now, it is in the final stages of development.

“It’s going to be the largest directory in the world of pet products; where to find it, how to get it, for any kind of animal, any kind of food that people are looking for and every retailer in the country and in Europe,” said Simon. “It also is going to be the source of information on manufacturers all over the world.”

According to Simon, if someone using the site wants to find out where cages or leashes could be made, PetProducts.com will be a major directory and information hub for them.

PetProducts.com isn’t only for consumers. It’s a dual source.

“It will also tell manufacturers where to find sources or information,” said Simon.

“It’s for consumers and for manufacturers and retail stores,” said Vince Caruso, senior vice president for the website. “They can use it to market their products and do different promotions and it is going to be where stores can source products too.”
Retailers can easily sign up to be listed in the directory.

“There will be a sign up sheet and it will be digital and they will be able to upload all their information,” said Caruso. “We will have people being able to assist them to use this because there will be basic tools but also advanced tools that they can use.”

According to Caruso, these tools allow users to be able to upload their social media on the site and upload consumer comments and reviews.

“We can then take those comments and feed them back to the manufacturers so they can get public feedback instantly,” he said.

Another tool on the site is the Pet Celebrities Home Video area which will enable consumers to learn about products and brands, then if interested find the closest retail store for purchase.

There will also be a search feature and corporate social responsibility that will allow developing and existing popular pet sites to utilize their custom search.

“The pet industry has never been this advanced before,” said Simon. “This is going to be the greatest thing for the pet industry right now.”
PetProducts.com is not going to sell any products.

“We’re there to help manufacturers and retailers make money and find sources,” said Simon.

“The back end that we are building, that Allen has designed, is going to enable any person looking to get involved in the pet industry and the current people already involved to source any pet product and feel comfortable because PetProducts.com is going to do all the work,” said Caruso. “It’s going to help the manufacturers get listed, help them showcase their products and be able to do a request for a proposal.”

That’s just Phase 1 of the rollout. There will be other phases rolling out at a later time.

“With Phase 2 and Phase 3 down the road, who knows how much we are going to be able to help them?” said Caruso.

In fact, according to Caruso, the site is working on a way that stores will be able to recognize customers that come into the store and even deliver digital coupons directly to those customers all by automation.

“This is something that really isn’t being done anywhere else,” said Caruso. “There’s digital marketing phases that will be able to bring the pet store owner to a high digital level with marketing. We are going to make it all nice and easy for them.”

According to him, there are two other websites being developed as well; PetCharities.com and AnimalAlert.com.

“Those are going to be free sites where charities can list and if an animal goes missing, we will have a network of people through Twitter or Facebook to help find an animal in their particular area,” he said. “Those are free services and it is what we are doing for corporate social responsibility. “
PetProduct.com will begin beta in August of this year.

“We are introducing it at Global,” said Simon.

“We will be signing people up then,” said Caruso. “They can register their store, they can register their manufacturing company and register their products with us.”

This way, when PetProducts.com officially launches, those registered at Global will already be in the system.
PetProducts.com will be in Booth 301 at Global Pet Expo.

Establishing the correct brand partnership can provide positive brand association, thus raising your brand’s profile in the eyes of the consumer. By aligning your company with a strong, like-minded and well-known brand, you can benefit from the “halo” effect: the idea that all of the positive perceptions that the consumer has of your brand partner will be bestowed upon you due to the association. This can be true but keep in mind that the partnership has to be one that aligns and feels genuine in the mind of the consumer. Having the right partner and establishing a strategy for executing an effective partnership will go a long way in ensuring you feel the glow of the halo.

Brand Awareness

Brand partnerships can also give you an opportunity to increase brand awareness. Even if you have a strong customer base, they can only buy so many of your products. That is why it is vital that you continuously look for new customers and claim more of the market. But people can’t buy your products if they don’t know they exist. That is where brand visibility comes into play. And there is no better way to gain visibility than to partner with a brand that reaches a different segment of your target market, or reaches a whole new market altogether. The right strategic brand partner should provide access to, and engagement with, an audience that you otherwise would not be able to reach.

Building Loyalty

The right partnership also helps you adhere to the golden rule: make new friends but keep the old. It is more expensive to gain a new customer than to keep an existing one, so utilize your strategic brand partnership to deepen the relationships you already have. Provide them with a unique offering or added value that is only possible through your new partnership. Your company will reap the benefits of customer loyalty.

New Marketing Channels

When evaluating a strategic brand partner, consider whether they have access to marketing channels that would otherwise be too expensive for you to use independently. You will want to capitalize on this to ensure the greatest ROI for this endeavor. If they have television or radio advertising, is there a co-promotion you could run? Outdoor signage, can you co-brand a campaign? Look for ways to execute your partnership where you can take advantage of both companies’ marketing channel strengths.

Overall Strategy

And lastly, a strategic brand partnership can fit into your overall marketing strategy in a variety of ways. It can be used to support your entire brand by weaving it into every nook and cranny of your strategies and tactics. Or you can choose to utilize it to support a specific sales promotion or product launch. Strategic brand partnerships are scalable to meet the needs of both companies. Just keep in mind that the more time and resources you invest in the right partnership, the more of these benefits you will receive.

Whether your strategic brand partnership is one of equal trade or a sponsorship opportunity, the goal is to choose a partner that reaches deeper into your current market or broadens your reach into new markets. Either way these relationships can be powerful communicators of your brand and your message. Utilizing them within the framework of a larger strategic plan can be highly advantageous – even essential – in the effort to continuously grow your consumer base.

Rebekah: What are some of the key features of the Zilla Premium Aquatic Turtle Kit?

Ryan: The Zilla Premium Aquatic Turtle Kit is designed with an open, angled top which allows for easy viewing of your pet turtle while showcasing a contemporary habitat. The Zilla Basking Platform Filter is included with the kit. It stylishly combines a basking area for your turtle while hiding the filtration which also frees up space in the aquarium. The Zilla Mini Heat and UVB Fixture with guide rail looks sleek and is adjustable, allowing movement of the light from side to side so that the basking platform always has the necessary light directly above it. The Zilla Mini Tropical UVB CFL Bulb and Mini Halogen Bulb provide the heat and UVB required for turtles to metabolize the calcium and foods in their diets, keeping them healthy.

Rebekah: What makes this a good tank for turtles?

Ryan: The design of the Zilla Aquatic Turtle habitat allows the owner to view their turtle both underwater and hanging out on the basking platform. It eliminates the extra, unnecessary glass and the obstructive screen top so that the turtle is visible at all times.
Another major benefit is having the basking platform and filter in one unit. This eliminates the extra clutter of bulky filters and provides more space for the turtle to roam. The Zilla Basking Platform Filter also has a 360 degree design so it can be placed anywhere and in any direction without the need to be against a wall like other platforms.

Rebekah: Tell me more about the sloped top.

Ryan: The rimless top allows the tank to have a sleeker look. The sloped front lets the owner view the turtle when it’s out basking without having to look through glass or over the top or through the screen. All of the edges are sanded and beveled for a clean and crisp design.

Rebekah: Can other animals use it too or just turtles?

Ryan: The Zilla Premium Aquatic Turtle Kit is an adequate habitat for other animals as well, as long as they cannot climb glass or are able to get out of the open top design. For example, amphibious animals such as fire-bellied toads and fire-bellied newts, terrestrial invertebrates such as emperor scorpions and small tortoise species such as Greek or Russian tortoises would all do well in this kit. The tortoises would benefit from the UVB and heat lamp that comes with the kit. Although terrestrial animals will not use the filter, an animal such as a leopard gecko would still use the platform to bask, though you would be sure to place in the center and away from an edge of the enclosure.

Rebekah: Does it come in different sizes?

Ryan: The Zilla Premium Aquatic Turtle Kit comes in two sizes: a 20 gallon long tank and 40 gallon breeder.

Rebekah: What should retailers know about the tank?

Ryan: There are a lot of options to make this open tank very realistic and it can be a focal point of any family room. With its contemporary design, it fits well into spaces without having the bulky tank look.

]]>http://www.petage.com/deluxe-accomadations/feed/0Dogs That Do Morehttp://www.petage.com/dogs-that-do-more/
http://www.petage.com/dogs-that-do-more/#commentsFri, 27 Feb 2015 17:11:20 +0000Rebekah Harrisonhttp://www.petage.com/?p=19340According to the APPA National Pet Owners Survey, 13 percent of dog owners and 8 percent of cat owners get assistance and therapy from their pet.

These pets are known as service animals.

Retailers should be aware of multiple reasons for pet ownership and be able to provide the right products and care for a service animal. Most people have heard of dogs for the blind and law enforcement dogs but recently, pets can also benefit anyone with anxiety, PTSD and even diabetes.

Mark Ruefenacht founded Dogs 4 Diabetics Inc., or D4D in 2004. However, it was in development long before then.

The Discovery

“I had been involved with Guide Dogs for the Blind as a volunteer in their puppy raising program for the last nearly 20 years,” he said. “I used to take guide dog puppies with me when I would travel to the East Coast. One particular trip, I had one of the puppies and I experienced low blood sugar during the night.”

Ruefenacht is an insulin-dependent diabetic.

“I don’t have any real recollection about what happened other than that the dog was by my side, insistent on me, until I was able to get up and check my blood sugar and make corrections,” he said.

After that event, Ruefenacht wondered if there was something a dog can do to help a diabetic.

“I researched this for five years before I did anything for Dogs 4 Diabetics,” he said. He began doing research about breath science. “I would research what happened with the breath when the blood sugar changed,” he said. “About three years later, I obtained a dog from Guide dogs for the Blind. They provided me with a dog named Armstrong with an exceptionally good nose and I was able to train him on my diabetes and low blood sugar. He was trained on both breath and sweat.”

Ruefenacht received help from other dog organizations and his healthcare provider at Kaiser Permanente.

“I got involved with other service dog organizations just to learn everything I could learn about a dog and how their noses worked,” he said.

Once he was able to train two dogs, he moved forward with starting the non-profit D4D.

“We have now trained over 100 dogs,” he said.

The Creation

“Founding any type of non-profit is challenging in the sense that you have to put together a volunteer staff,” said Ruefenacht. “We had zero funding; everything was coming out of my pocket. It was challenging for me to fund the beginning of this and the research part of this.”

Ruefenacht then put together volunteers, found community support, got a non-profit status with the federal government, registered with the state of California and put together a board of directors.

Soon, he received enough funding to pay an initial four-person staff. Even today though, D4D still works mainly as a volunteer organization.

“At the same time, we also had to get a supply of dogs,” said Ruefenacht. “Puppy raising, as I knew from Guide Dogs for the Blind, was a complex process in order to get the dog well socialized and to have the right health and the right temperament. I did not want to go through that process.”

He made a landmark agreement with Guide Dogs for the Blind.

“It was the first time they had ever partnered with another organization,” said Ruefenacht. “They provided us our dogs and they continue to provide our dogs.”

“One of the main reasons they made this commitment is that Guide Dogs for the Blind is a large organization that is excellent at providing dogs to the visually impaired but we can use the same dog to prevent that visual impairment,” he said.

Therefore, D4D fits right into the mission of Guide Dogs for the Blind so when the dogs arrive, they are already trained.

“They are highly trained, well socialized, have the right temperament, etc. for public access under the Americans with Disabilities Act,” said Ruefenacht. “We can then add the additional scent-based training to them to detect when a diabetic is having a change in blood sugar.”

Money is still a big obstacle for D4D.

“We could have probably grown extremely fast had we had more funding,” said Ruefenacht. “That said, we have tried to be a very conservative organization and we always stay within our means. Both with the money that comes in the door and the dogs that come in the door and insuring that our volunteers and staff are able to meet the needs of the clients in the highest quality and safest manner.”

The Funding

According to Ruefenacht, the funding comes from a combination of things.

“Most of the funding comes from private donations,” he said. “Those are just individuals who either write a small check or a large check.”

There are also corporate partnerships.

“For example, Lagunitas Brewing, Presidio Bank, Kohl’s and a number of different people who have provided funding over the years,” said Ruefenacht. “These corporate partnerships help us on a monthly basis type thing.”

“One of our biggest and longest corporate sponsorship, outside of Guide Dogs for the Blind, is Central Garden & Pet,” he said. “They’re our number one funder. We have the Nylabone Training Center here [in California].

According to Ruefenacht, Armstrong became the Nylabone dog. He’s on some of their packaging.

“We made an agreement and now they fund the rent for our Nylabone Training Center,” he said. “Nylabone and Central Garden & Pet and their subsidiary companies have been wonderful supporters of our program.”

That’s not all.

“They continue to support us with marketing ideas as well,” said Ruefenacht. “We have a fundraiser coming up where a percentage of all the Nylabone products sold through Pet Food Express is going to come to Dogs 4 Diabetics.”

The Placement Process

After Guide Dogs for the Blind trains a dog and provides it to D4D, they begin their blood sugar training at the Nylabone Training Center.

“We have a placement program so diabetics can do a short application on our website which gives us some basic information about them and then they do a longer application that includes things like a doctor’s letter, references and things like that,” said Ruefenacht. “They go through that process then we select the clients we think would be best suited to work with our dogs.”

According to him, part of that selection process includes the fact that they manage their diabetes.

“Some diabetics come to us and they think the dog is going to be a tool that will save them from their diabetes when in fact it will not,” said Ruefenacht. “You have to have some control of your diabetes in order for the dog to be an efficient and effective tool. The dog is not going to be a fix for diabetes.”
One of the biggest criteria that D4D has is that clients will be able to work safely with the dog. The other criteria is that clients have managed their diabetes at a level that the dog can be effective.

For those who don’t manage their diabetes or otherwise meet D4D’s criteria, there is a special program called TypeYOU to help clients become eligible.
“We assist our clients in preparing to receive a dog through unique support programs such as our TypeYOU,” said Ruefenacht. “Most of them move onto get a dog once they get better management of their diabetes.”

D4D has extensive follow up services once a dog has been placed.

“It is not about just getting a dog,” said Ruefenacht. “It is about the continued follow up support to help ensure that the dog is still working.”
Because of this, D4D has a limited service area in order to remain successful for the client.

“Much like law enforcement dogs who have to do weekly or monthly recertification of their scent work, these dogs are also doing scent work,” said Ruefenacht. “They have to be constantly reinforced to their training in order to continue to be successful with the client.”

Continued Growth and the Future

“We have placed over 100 dogs through Dogs 4 Diabetics,” said Ruefenacht.

Part of the mission statement at D4D is “helping to set standards on an international basis.”

“I have had the opportunity to travel around the world working with different international service dog programs and assisting them in starting these types of programs in other countries as well,” said Ruefenacht. “We recognize that right now, there are no standards for this.”

Part of Ruefenacht’s goal is to promote standards of safety, ethics and integrity to all programs and individuals who are training dogs to detect and alert on changing blood sugars.

There is also a new initiative to begin training dogs on type II diabetics.

“Historically, we have only worked with type I diabetics but we are now starting to work with type II diabetics who manage their diabetes through insulin,” said Ruefenacht.

Ruefenacht believes that given that the cells can be isolated, dogs could probably detect any human disease in the body.
“We’ve scratched the surface with diabetes,” he said. “If we can continue to scratch the surface, I think that there is more and more the dog can do. We are going to continue to see the evolution of dogs in partnership with humans.”

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